AI Integration
CHALLENGE: Create an AI-driven strategy to break Gen Z and Millennial reliance on quick-hit, surface-level educational content and position MasterClass as the destination for true expertise.
INSIGHT: Platforms like TikTok and Instagram are built to reward virality and engagement, not depth of understanding. Creators optimize content to be consumed instantly and forgotten just as fast. MasterClass delivers structured, segmentable lessons that can be completed in equally short moments, but leave users with far more meaningful knowledge.
IDEA: Expose the difference between influence and expertise by giving influencers a visible, AI-powered Mastery Rating.
EXECUTION: Launch a smart search bar on the MasterClass website where users can look up creators they follow. The AI evaluates their content, considering factors like depth, originality, and real-world relevance, and assigns a Mastery Rating. Along with the score, users are recommended MasterClass courses aligned with their interests, taught by instructors who represent real, demonstrated mastery in those fields.
CW: Julia Williams
Benjamin Hamilton
https://framerusercontent.com/assets/MLWPbW1dUQawJLhhun3dBwpgJak.mp4